Marketing Strategies to Add Economic Value. Reactions on Corporate Social Responsibility Advertising in Print Media. An Indian Company Case

Abstract

Corporate social responsibility advertising(CSR Advertising) results from commercial advertising,having social dimensions. This concept works as amarketing tool of cause-related marketing (CRMarketing). In this study, the case of IOCL (an Indianoil company) is presented to show how the companycreates innovative advertising ideas, serves the society,contributes to save environmental natural resourcesand allows to add economic value. In addition to theusual ways of commercial advertising, this kind ofapproaches on CSR-advertising is an advance toestablish a positive image in the mind of customers. Theslogan ‘go green’ is highlighted in order to contribute tosave natural resources on Earth. Reactions of CSRadvertisingare measured to test the effect of publishedmessages and the manipulation of CSR advertisingmessage and persuasive claims.